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Member You - How Did You Hear About Us?
"You cannot teach a man anything. You can only help him discover it within himself." GalileoYour potential to be a Great Leader, to ignite passion, to inspire and move people--to be the kind of leader others CHOOSE to follow--is absolutely certain. The question is: How will you activate the untapped brilliance residing on your team? Fact: "Only 20% of employees working in large organizations feel their strengths are in play every day - - that means that most organizations operate at 20% of their potential and capacity!" (The Gallup Organization) Are you a GREAT People Manager?If your organization happens to be operating at 20% capacity, what a tremendous opportunity to turn up the volume on the PEOPLE MANAGEMENT side of t
*Coupon shopper
*Newspaper insert
*Networking
*TV
*Radio
*Local sponsorships
This is good because it builds both awareness and credibility for your local business. (Remember, the more ways a person hears about your business, the more credible and memorable your message becomes to them.)
The trouble is, people are not going to remember (or tell you) they saw it in all these different places. They’ll give you the name of one place they saw your ad. (Usually the most recent place they saw it.)
So,
All larger companies and all those who have been in the market for several business cycles are prone to an (identity) crisis. Corporate identity and the product of the company are related. This is quite important when dealing with change.In his book – “let’s make things better,” Marcel Metze writes about the Philips culture which is centered around engineers on one side and salesmen on the other; some how these two groups keep the organization in balance.For those of you how know Philips know that this company “makes things,” it operates in consumer electronics, appliances, medical systems or in general in a wide area of products that require a design (which is sales centered) and engineering (which is product centered).<
I know this sounds strange, but it makes sense, I promise.
If you make decisions about how to promote your business, then obviously you want to know how your customers find out about your business. So, you ask. The trouble is the information you get when you ask this questions is not always accurate. In fact it’s mostly inaccurate. My estimate is that it's about 25% accurate at best.
There are two reasons for this.
One reason is that people simply do not remember. People don’t remember because they have other, more important, things to occupy their mental space. Your business and your marketing are not tops on their list of priorities. (Sorry!)
But, they want to give you an answer (because you asked) so they say some thing makes sense. “I saw your ad in the yellow pages” they might say. Or “I think I found you in the phone book”. I know because I do the same thing. It’s not that we’re dishonest. We just want to be helpful.
A friend of mine told me about a survey they did once for an event they helped promote. They asked people how they found out about the event and over half of them said they heard about it on the radio. On the surface this sounded like great marketing feedback.
But there was one problem.
They never promoted this event on the radio.
People said “I heard about it on the radio” because they wanted to be helpful and because they listened to the radio a lot. So, it made sense (to them) that they probably heard about the event on the radio.
The second reason this sort of feedback is usually not accurate is because people hear about your business in many ways.
Remember, if you’re doing your marketing well you are probably using more than one medium to deliver your message to your market. Depending on your budget and market you might be using five or more different ways to let people know who you are and what you do.
It’s not hard to find five or more ways to promote your local business:
*On site signage
*Yellow pages
*Bus bench
*Newspaper ad
*Direct mail piece
*Coupon shopper
*Newspaper insert
*Networking
*TV
*Radio
*Local sponsorships
This is good because it builds both awareness and credibility for your local business. (Remember, the more ways a person hears about your business, the more credible and memorable your message becomes to them.)
The trouble is, people are not going to remember (or tell you) they saw it in all these different places. They’ll give you the name of one place they saw your ad. (Usually the most recent place they saw it.)
So,
Many organizations spend huge sums of money on staff training and development and yet many times the investment does not yield the desired results.The reason for this lack of results and what really goes wrong usually remains a mystery to most company executives. Especially where they have taken great care in selecting a top-notch expensive training outfit to carry out their staff development program.The wrong approach starts right from the decision-making process. Somebody in management feels that, for example, the sales team is not achieving anywhere near as much sales as the competition. If there are some available figures to prove their point, the better. Naturally the first solution that comes to mind is sales training.
There are two reasons for this.
One reason is that people simply do not remember. People don’t remember because they have other, more important, things to occupy their mental space. Your business and your marketing are not tops on their list of priorities. (Sorry!)
But, they want to give you an answer (because you asked) so they say some thing makes sense. “I saw your ad in the yellow pages” they might say. Or “I think I found you in the phone book”. I know because I do the same thing. It’s not that we’re dishonest. We just want to be helpful.
A friend of mine told me about a survey they did once for an event they helped promote. They asked people how they found out about the event and over half of them said they heard about it on the radio. On the surface this sounded like great marketing feedback.
But there was one problem.
They never promoted this event on the radio.
People said “I heard about it on the radio” because they wanted to be helpful and because they listened to the radio a lot. So, it made sense (to them) that they probably heard about the event on the radio.
The second reason this sort of feedback is usually not accurate is because people hear about your business in many ways.
Remember, if you’re doing your marketing well you are probably using more than one medium to deliver your message to your market. Depending on your budget and market you might be using five or more different ways to let people know who you are and what you do.
It’s not hard to find five or more ways to promote your local business:
*On site signage
*Yellow pages
*Bus bench
*Newspaper ad
*Direct mail piece
*Coupon shopper
*Newspaper insert
*Networking
*TV
*Radio
*Local sponsorships
This is good because it builds both awareness and credibility for your local business. (Remember, the more ways a person hears about your business, the more credible and memorable your message becomes to them.)
The trouble is, people are not going to remember (or tell you) they saw it in all these different places. They’ll give you the name of one place they saw your ad. (Usually the most recent place they saw it.)
So,
Staging a special event is a reliable method for fundraising and a good way to publicize your organization and your cause. This article contains some practical advice for event planning, promotion and management.1. Decide on the Right Type of Special EventThere are several types of special events. Each has its own purpose and can be very effective if used for that purpose. Confusing the type of event can result in disaster. There are fundraising events, in other words, events that are run to make a profit for the organization. People pay to attend, buy something at the event, or gather pledges and then participate in the event. Similar to these types of events are what is often called third party events. These events are stag
A friend of mine told me about a survey they did once for an event they helped promote. They asked people how they found out about the event and over half of them said they heard about it on the radio. On the surface this sounded like great marketing feedback.
But there was one problem.
They never promoted this event on the radio.
People said “I heard about it on the radio” because they wanted to be helpful and because they listened to the radio a lot. So, it made sense (to them) that they probably heard about the event on the radio.
The second reason this sort of feedback is usually not accurate is because people hear about your business in many ways.
Remember, if you’re doing your marketing well you are probably using more than one medium to deliver your message to your market. Depending on your budget and market you might be using five or more different ways to let people know who you are and what you do.
It’s not hard to find five or more ways to promote your local business:
*On site signage
*Yellow pages
*Bus bench
*Newspaper ad
*Direct mail piece
*Coupon shopper
*Newspaper insert
*Networking
*TV
*Radio
*Local sponsorships
This is good because it builds both awareness and credibility for your local business. (Remember, the more ways a person hears about your business, the more credible and memorable your message becomes to them.)
The trouble is, people are not going to remember (or tell you) they saw it in all these different places. They’ll give you the name of one place they saw your ad. (Usually the most recent place they saw it.)
So,
We sure hear a lot about advertising fraud, fraudulent sales ads and misrepresentations in advertising, however little do we hear about the fraud which goes on at job fairs, where companies make promises and entice folks to sign up or fill out potential applications. One recent study seemed to indicate that the reason job fair fraud was so prevalent is because those people that work at the booths or tables are trying to compete with each other and therefore try to make the companies they represent sound bigger or better.Considering that someone who signed up for a job is changing their lifestyle and may even change their residence in the future, taking on a new job or career is a serious business for any individual. We cannot allo
The second reason this sort of feedback is usually not accurate is because people hear about your business in many ways.
Remember, if you’re doing your marketing well you are probably using more than one medium to deliver your message to your market. Depending on your budget and market you might be using five or more different ways to let people know who you are and what you do.
It’s not hard to find five or more ways to promote your local business:
*On site signage
*Yellow pages
*Bus bench
*Newspaper ad
*Direct mail piece
*Coupon shopper
*Newspaper insert
*Networking
*TV
*Radio
*Local sponsorships
This is good because it builds both awareness and credibility for your local business. (Remember, the more ways a person hears about your business, the more credible and memorable your message becomes to them.)
The trouble is, people are not going to remember (or tell you) they saw it in all these different places. They’ll give you the name of one place they saw your ad. (Usually the most recent place they saw it.)
So,
I learned in first grade that one plus one equals two. But, that's not the right equation when counting work experience. We often think we're building experience to help us get ahead. In reality, we're passing time. Ten years working like a cloned Bill Murray in Groundhog Day is not ten years worth of experience. Doing the same thing again and again yields an experience formula more like: ten times one equals one. irect mail piece
*Coupon shopper
*Newspaper insert
*Networking
*TV
*Radio
*Local sponsorships
This is good because it builds both awareness and credibility for your local business. (Remember, the more ways a person hears about your business, the more credible and memorable your message becomes to them.)
The trouble is, people are not going to remember (or tell you) they saw it in all these different places. They’ll give you the name of one place they saw your ad. (Usually the most recent place they saw it.)
So, we have a marketing paradox.
To get the best results you want your message to be seen by people in multiple ways. But, that makes it impossible to determine (with any accuracy) which media is working best. And you want to know what media works best so you can make the best use of your marketing dollars.
What do we do about this?
It depends on a lot of factors like your business, your budget, your marketing goals, etc.
It also depends on how important tracking marketing ROI is to your business.
One of the big obstacles to tracking results is scale. As a small, local business, if you went to the expense of trying to survey and track every type of marketing available to your business, you’d spend much more on tracking and surveying than you would on the marketing itself.
If you have a multi-million dollar marketing budget then you can afford to do some serious testing. Once your testing shows you reasonable results, then you roll out the big campaigns on a larger scale. But that only works because your testing costs are a tiny fraction of your whole marketing plan.
But, for those of us with small, local businesses, this method simply does not work. The testing would eat up most (or all) of our marketing budgets.
However there are some things you can do to try to monitor what is working. Over the next few months I will be writing in more detail about these. (We don’t have room here in one article to cover them properly.)
In the meantime, here are some tips to make your local marketing work better and to help you monitor it.
1. Establish a budget and commit to it. Consider this as important as your rent or payroll. Don’t make it a low priority unless your revenue and profitability are low priorities.
2. Decide what you want to say and whom you want to say it to. Keep the message simple, clear and concise.
3. Decide if you want to increase awareness for your brand or if you want a direct response. These are two DIFFERENT goals and they require different tools and strategies.
4. Remember your goal is EXPOSURE. You want to expose your market to your message as often as you can within your established budget. So spend your marketing dollars to buy this
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Branding Strategy - Brand Identity
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